Oral Health - US - June 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The market
Figure 1: Total US sales and fan chart forecast of oral health market, at current prices, 2014-24
Figure 2: Total US retail sales and forecast of oral health products, by segment, at current prices, 2017-19
The issues
Small brands and private label cannibalize sales of mainstream counterparts
Figure 3: Multi-outlet sales of oral health products, by private label and other companies, rolling 52 weeks 2018 and 2019
Lack of product innovation feeds complacent consumer behavior
Figure 4: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2018 and 2019
The opportunities
Shifting consumer desires necessitate natural products
Figure 5: Attitudes toward natural, March 2019
Convenience claims will bolster acceptance of new formats
Figure 6: Trial and interest of select oral health innovations, march 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Frequent usage offers steady growth
Toothpaste segment carries the team
Convenience is king: at-home health offerings challenge professional services
The fluoride debate
Aging population may face dental insurance barriers
Teen tobacco use sparks oral health concerns
MARKET SIZE AND FORECAST
Oral health market benefits from high usage
Figure 7: Total US sales and fan chart forecast of oral health market, at current prices, 2014-24
Figure 8: Total US retail sales and forecast of oral health products, at current prices, 2014-24
MARKET BREAKDOWN
Toothpaste sales dominate; whitening continues to struggle
Figure 9: Total US retail sales and forecast of oral health products, by segment, at current prices, 2014-24
MARKET PERSPECTIVE
At-home health services may challenge traditional patient-to-physician relationships
To fluoride or not to fluoride?
Figure 10: Boka Instagram post, Ela mint toothpaste
MARKET FACTORS 
Medicare offerings may impact aging population
Figure 11: US population, by age, 2015, 2020, 2025
Figure 12: Select oral health attitudes, by age, March 2019
Increasing tobacco use among US youth poses problems for oral health
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Naturally positioned products ride success of ingredient trends in beauty
Oral health brands establish ethical partnerships
Private label success continues
Whitening products offer lackluster performance
Design-forward oral care products for countertop display
Tech-infused toothbrushes may disrupt simplicity and convenience
Safe-to-swallow oral care formats add in-transit usage occasion
COMPANY AND BRAND SALES OF ORAL HEALTH
Procter & Gamble maintains market share with minimal growth
Figure 13: Multi-outlet sales of oral health products, by leading companies, rolling 52 weeks 2018 and 2019
WHAT’S WORKING?
Naturally positioned products gain momentum
Figure 14: Multi-outlet sales of select natural toothpastes, by companies, rolling 52 weeks 2018 and 2019
Figure 15: Burt’s Bees Instagram post, new toothpaste products
Figure 16: Naturally positioned toothpaste products
Helping smiles around the world; oral care gives back
Private label bolsters growth across segments
Figure 17: Sensitive toothpaste products
Sensitivity claims resonate at point-of-purchase
Figure 18: Multi-outlet sales of toothpaste, by leading companies and brands, rolling 52 weeks 2018 and 2019
WHAT’S STRUGGLING?
Whitening segment dulls category growth
Figure 19: Multi-outlet sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 20: Active Wow activated coconut charcoal powder
Lack of innovation challenges the toothbrush segment
Figure 21: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2018 and 2019
WHAT’S NEXT?
Facelift for oral care products
Figure 22: Public Goods Instagram post, oral care line
Technology delivers more meaningful brushing but could add complexity
New formats expand usage occasions
Figure 23: Swish to go – Zesty Lemon 3 in 1 Complete Oral Care
Figure 24: Autobrush Instagram post
THE CONSUMER – WHAT YOU NEED TO KNOW 
Multiproduct routines support consistent usage
Majority of consumers visit the dentist and value professional advice
Young consumers prioritize appearance; older focus on preventive care
Natural oral care products resonate with younger demographic
Oral care innovations could gain acceptance through use of social media platforms
Parents of young children worry about product ingredients; parents of teenagers struggle with adherence
PRODUCT USAGE
Multiproduct routines offers prevalent use
Figure 25: Product use, March 2019
Figure 26: Repertoire of product use, March 2019
Appearance benefits captivate young consumers
Figure 27: Toothpaste usage, by age, March 2019
Electric toothbrushes generate buzz with high-income consumers
Figure 28: Electric toothbrush usage, by age and household income, March 2019
Figure 29: Quip Instagram post, Toothbrushes
The dentist impact
Figure 30: Visit the dentist regularly, by product usage, March 2019
ORAL HEALTH CONCERNS
Cavities are the leading oral health concern
Figure 31: Oral health concerns (net), March 2019
Social obligations influence oral health concerns in young adults
Figure 32: Select oral health concerns (net), by age, March 2019
Figure 33: Hello Instagram post, charcoal + natural dragon fruit toothpaste
Figure 34: Concerned about teeth discoloration or bad breath, by product use, by age 18-34, March 2019
Older consumers focus on fighting plaque
Figure 35: Concerned about plaque, by product use, by age 55+, March 2019
Visiting the dentist impacts oral health concerns
Figure 36: Visit the dentist regularly, by oral health concern, March 2019
Rural consumer’s health habits misalign with self-perceptions
Figure 37: Select oral health concerns (net), by area, March 2019
ORAL HEALTH ATTITUDES AND BEHAVIORS
Visiting the dentist and daily brushing remain the baseline in oral care
Figure 38: Oral health attitudes, March 2019
Age influences approach to oral health
Figure 39: Select oral health attitudes, by age, March 2019
Parents are limited by lack of time
Figure 40: Oral health attitudes, by parental status, March 2019
ATTITUDES TOWARD NATURAL ORAL CARE PRODUCTS
Positive perceptions of natural products; ingredient education could build acceptance
Figure 41: Attitudes toward natural, March 2019
Young consumers are most likely to choose natural products
Figure 42: Crest whitening therapy toothpaste variations
Figure 43: Select attitudes toward natural, by age, March 2019
Hispanic consumers are willing to experiment, but expect results
Figure 44: Select attitudes toward natural, by Hispanic origin, March 2019
Social media provides opportunity to reach young consumers
Figure 45: Attitudes toward natural, by daily usage of YouTube, Instagram and Snapchat, March 2019
Figure 46: Frequency of social media visits of consumers aged 18-34, Spring 2018
Figure 47: Select statements on social media use, by 18-34, Spring 2018
TRIAL AND INTEREST IN ORAL HEALTH INNOVATIONS
Oral health innovations are challenged by regimented routines
Figure 48: Trial and interest in oral health innovations, March 2019
Parents look for convenience with on-the-go oral care
Figure 49: Trial/interest in portable oral health innovations (net), by parental status, March 2019
Social media strategy could shift interest to trial in young adults
Figure 50: Trial and interest in oral health innovations (net), by age 18-34, March 2019
Figure 51: Trial and interest in natural oral care products and whitening light devices, by age 18-34, March 2019
Figure 52: HiSmile Instagram post, celebrity endorsement
PARENTAL ATTITUDES TOWARD CHILDREN’S ORAL CARE
Parents instill good oral hygiene at an early age
Figure 53: Parental attitudes toward children’s oral care, March 2019
Child age impacts parental behaviors
Figure 54: Parental attitudes toward children’s oral care, by child age, March 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
Figure 55: Total US sales and forecast of oral health products, at inflation-adjusted prices, 2014-24
Figure 56: Total US retail sales of oral health products, by segment, at current prices, 2017 and 2019
Figure 57: Total US retail sales of oral health products, by channel, at current prices, 2014-19
Figure 58: Total US retail sales of oral health products, by channel, at current prices, 2017 and 2019
APPENDIX – KEY PLAYERS 
Figure 59: Multi-outlet sales of mouthwash, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 60: Multi-outlet sales of floss and dental accessories/tools, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 61: Multi-outlet sales of oral pain relief, by leading companies and brands, rolling 52 weeks 2018 and 2019
APPENDIX – THE CONSUMER
Figure 62: Manual and power toothbrush usage, April 2017-June 2018